Classic FM are entering the tricky world of music television with a classical version of MTV and EMAP’s pop stations. Due for a December the launch the aim is create a dynamic exciting station more akin to MTV than other culture channels like BBC 4.
"The manner and style we are adopting is of pop music TV," Classic FM MD Roger Lewis told the Media Guardian. This means no long concerts or recitals, and lots of short renditions of classical tracks set to film footage. To that end the station hopes to enthuse independent film makers to develop visual accompaniments to classical pieces, and to encourage the classical record industry to develop videos for their new releases akin the pop industry.